Ornellaia, the esteemed producer of Super Tuscan wines located near the historic town of Bolgheri, has unveiled the artistic designs created by renowned performance artist Marina Abramović for its 2023 wine collection. This initiative is part of the winery's innovative Vendemmia d'Artista project.
Abramović has designed labels for various bottle sizes, including the standard 750ml, alongside larger editions of 3L, 6L, and 9L. While the 750ml bottles are produced in larger quantities, only 100 bottles of the 3L size, 10 of the 6L, and a solitary 9L bottle will be crafted.
In an exciting twist, several limited-edition bottles will be auctioned at Bonhams in June, with proceeds supporting the Guggenheim Museum's upcoming exhibition, "Guggenheim Pop: 1960 to Now," set to open in the same month.
Each bottle showcases a unique artwork. The 750ml and 3L versions feature self-portrait drawings, while the 6L bottle displays a self-portrait photograph. The 9L bottle takes a conceptual approach, instructing drinkers: "Marina Abramović Instructions: Slowly drink wine with eyes closed and listen to the music."
Abramović has expressed that this collaboration is a significant undertaking for her, emphasizing the importance of creating something heartfelt and interactive. In a video discussing the project, she noted her desire to connect wine with its historical roots and social significance, incorporating grapes into her self-portraits to evoke a Medusa-like imagery.
The "music" referenced on the 9L bottle is Nino Rota's iconic theme from the classic film La Dolce Vita. Abramović shared her fondness for Rota's music, stating it uplifts her spirits, making it a perfect companion for enjoying wine.
Ornellaia's technical director, Marco Balsimelli, described the 2023 vintage as benefiting from favorable weather conditions, including a mild winter, a rainy spring, and a warm summer. He noted that the late August rains and cool September nights contributed to the aromatic complexity and balanced acidity of the grapes, ensuring a harmonious blend of power and elegance in the wine.
This collaboration not only highlights the intersection of art and viticulture but also sets a precedent for future partnerships that enrich the cultural landscape of wine appreciation.
